Mondelez shakes up global agency structure, India not affected as Wavemaker retains biz

Publicis Groupe won a bulk of Mondelez’s global media business worth $1.6bn, as per media reports. The remaining business has been retained by WPP and Vayner Media. The redistribution of the business took place following a review that concluded this week.

According to reports, Publicis will lead media for the brand in Latin America, Europe, the Middle East and North Africa Peninsula, South Africa and China. It will also manage Mondelez’s traditional video investment, content and multicultural marketing in the U.S. and Canada.

Vayner Media will continue to manage Mondelez’s communications planning and digital buying in the U.S. and Canada. Mondelez has designated it the lead agency in those markets. WPP's Wavemaker retained Australia, New Zealand, India and Japan and additionally won Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Wavemaker has in excess of $225m of Mondelez business across these markets.

“Wavemaker has been a strategic partner to Mondelez since 2019. We’re excited to continue this relationship across most of APAC: Australia, New Zealand, India, Japan, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam – and disappointed not to be continuing our relationship across Germany and France. The extensive pitch process over the last six months involved a great deal of work, and we’d like to take this opportunity to thank all the contributors from across our formidable global network who did an outstanding job,” said Wavemaker.

One of the reports quoted a Mondelez spokesperson as saying, “To lead the future of snacking, we are continuing to evolve our marketing approach to be more consumer-centric and digitally-enabled than ever before. Since our last media review in 2018, we have re-engineered our agency model across creative and production to deliver meaningful impact to the Mondelez business. After a careful review, we are proud to announce key media agency partners have been selected to build on this foundation and further accelerate our growth.”